If you’re a business owner eyeing the horizon for an exit, there’s one universal truth you absolutely cannot ignore: Everybody exits. The only question is—how?

In Episode 33 of the Built to Exit Podcast, Jason Sisneros unpacks the harsh realities behind selling a business, shining a light on what he calls “the broker trap.” This isn’t just a catchy phrase—it’s a financial sinkhole that has drained millions from unsuspecting business owners who deserved better.

Whether you’re actively looking to sell or simply preparing for the future, understanding how to avoid bad brokers and structure your custom-tailored exit could mean the difference between generational wealth and a post-sale nightmare.

The Broker Trap: What It Is and Why It Destroys Business Value

The broker trap is the single biggest danger for business owners preparing to sell. At first glance, hiring a broker seems like the logical move. But most brokers aren’t trained advisors or deal architects—they’re glorified listers, focused more on collecting fees than protecting your outcome.

Jason defines the broker trap as a pattern of:

• Smooth-talking brokers who charge upfront and vanish.
• Underqualified “deal makers” who’ve never built or sold a business themselves.
• Lack of industry-specific knowledge, due diligence support, or post-sale guidance.
• Disappearing after close, leaving chaos in their wake.

It’s like hiring someone who once helped hang drywall to build your dream home. What could go wrong? Everything.

How to Spot Broker Trap Red Flags Before It’s Too Late

Not all brokers are bad—but most aren’t good enough for your life’s work. Jason highlights seven red flags that should stop you in your tracks:

1. “Listing Only” Fees – They ask for big money upfront and don’t deliver results.
2. Zero Pre-Qualification – They’ll list any business, regardless of readiness.
3. No Real Process – No roadmap for valuation, prep, or negotiations.
4. No Multi-Disciplinary Team – No tax experts, M&A attorneys, or strategists.
5. Pressure Tactics – “List now or miss the market!” – run from that.
6. Generic Valuations – No real attention to your business’s unique levers.
7. Legacy Ignorance – They don’t ask what matters most to you.

A great broker behaves more like a fiduciary or architect. They map out your price, timing, and terms, prepare you for due diligence, and structure the deal to maximize your outcomes—not theirs.

Real-World Business Exit Lessons: Success vs. Catastrophe

In the episode, Jason shares two powerful examples:

• The Revco Disaster: Once a booming business, Revco was sold by short-sighted brokers who structured the deal with extreme leverage. The result? Bankruptcy, wiped-out owners, and thousands of lost jobs.
• Ben & Jerry’s Done Right: Instead of chasing the highest bidder, they chose a buyer who protected their mission, legacy, and employees. They sacrificed a bit of cash to protect their vision—and built a deal that felt like a win.

The difference? Vision, vetting, and a broker who cared about more than their cut.

Avoid the “I Know a Guy” Mentality

Jason warns against the most common trap: trusting unqualified friends, family, or networking buddies who “did a deal once.” Selling a business isn’t like running one—it’s a completely different sport. And using generic industry multiples (“it’s worth 3x EBITDA!”) is a recipe for regret.

To get top dollar and peace of mind, business owners must:

• Learn what actually creates enterprise value.
• Clean up financials and delegate operations.
• Get humble and surround themselves with experts.
• Plan for your life post-sale—not just the paycheck.

Conclusion: Don’t Let the Broker Trap Devour Your Legacy

Here’s the bottom line: every business is eventually sold, transferred, or shut down. The broker trap swallows up millions in value, pride, and opportunity every year. But it’s not inevitable. It’s avoidable—with preparation, education, and the right support.

Jason Sisneros and the Built to Exit team have helped owners sell on their terms: at the right price, with the right timing, and under the right terms. And they reject over 90% of applicants because they’re not looking to list—they’re looking to win.

Take the Next Step Before It’s Too Late

If you’re serious about avoiding the broker trap and preparing your business for a real, rewarding exit, now’s the time to act. Contact Jason for your exit today.

Download your free Exit Readiness Assessment
Book a strategy call at https://builttoexit.biz/about/
Join Jason every Saturday on X @thejsisneros for the Built to Exit Afterparty

You only get one chance to sell your business right. Don’t wing it. Build to Exit. Play to win.